ch2.2 - The Marketing Environment Cont’d 2 BUSI 1004...

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Unformatted text preview: The Marketing Environment Cont’d 2 BUSI 1004 Marketing Instructor: QIU Cheng 2 The Macroenvironment 3 ¡ Demography is the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics. ¡ Demographic environment is important because it involves people, and people make up markets. ¡ Population grows fast: 6.5 billion Æ 8.1 billion by 2030 The Macroenvironment: Demographic 4 The Macroenvironment: Demographic 5 Changing Age Structure of the Population ¡ Generational marketing ¢ Baby boomers ¢ Generation X ¢ Generation Y The Macroenvironment: Demographic 6 ¢ Baby boomers include people born between 1946 and 1964 ◘ Wealth: includes most affluent Asians ◘ Luxurious products: e.g., top range cars, cruises ◘ Health and fitness products ◘ Anti-aging products ◘ Travel and entertainment ◘ Financial services The Macroenvironment: Demographic 7 ¢ Generation X includes people born between 1965 and 1976. They: ◘ Mistrust in traditional values ◘ Are less materialistic ◘ Emphasize experience and quality of life ◘ Are concerned about the environment and respond favorably to socially responsible companies ◘ Are skeptical – Tend to do product information search – Rely on word of mouth ◘ Entrepreneurial and tech-friendly: Amazon, Google, Yahoo, Dell etc. founded by Gen Xers ◘ New parents: products for kids ◘ Financial services The Macroenvironment: Demographic...
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This note was uploaded on 02/22/2010 for the course FBE BUSI1004 taught by Professor Qiu. during the Winter '09 term at HKU.

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ch2.2 - The Marketing Environment Cont’d 2 BUSI 1004...

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